ADVERTISING
Amazon Advertising: Boost your visibility and sales
Did you know that sponsored ads can help you boost your visibility, reach more buyers and increase your sales?
Achieve your business goals
Get discovered
Advertising provides a visibility boost to your brand and products. Ads appear in places with high visibility, within shopping results or on product detail pages.
Increase sales
Many buyers come to Amazon ready to buy. Advertising can help you reach customers who are looking for products like yours.
Control costs
Pay only for the clicks your ads receive. Campaign reports track ad spend and performance, so you can learn what’s working and fine-tune your campaigns.
Amazon Advertising is an essential part of our growth strategy.Mike ReeveIndigo Jamm
Advertising solutions with sponsored ads
Start using sponsored ads to help you meet your goals
Sponsored Products
Sponsored Products ads are ads for individual product listings on Amazon. They appear within shopping results pages and on product details pages.
Sponsored Products can help you reach high-intent shoppers who are actively looking for products related to theirs.
Sponsored Brands
Sponsored Brands showcase your brand and product portfolio. Featuring your brand logo, a custom headline, and a selection of your products, these ads appear in shopping results pages, helping drive sales and product visibility.
Sponsored Brands gives you the opportunity to quickly grow consideration for your brand and collection of products from buyers who have expressed an interest in similar products.
Sponsored Display
Sponsored Display is a self-service advertising display solution that helps you grow your business and brand by engaging buyers throughout the buying journey, no matter where they spend the most time.
Sponsored Display allows you to reach the right audience for your business, both on the Amazon store and in thousands of third-party destinations,
with advertising displays that are easy to create and manage.
with advertising displays that are easy to create and manage.
Stores
Stores are custom multi-page shopping destinations on Amazon for individual brands that let you showcase your brand story and product offering. They require no website experience and are free to use.
With Stores, you can choose from a rich set of easy-to-create content templates and tiles, rearrange them with easy drag-and-drop functionality, and make a professional-looking website without any coding or design skills.
Ready to get started? Here’s how it works
Step 1
Log in to Seller Central. If you’re new to selling on Amazon, sign up now
Click the ‘Ad’ tab then follow the prompt to get started. Choose your campaign type and follow the steps to create your campaign. If you want to set up a Store, click the ‘Stores’ tab and follow the steps to build your first page.
Step 2
Create your campaign
Creating a campaign can take as little as 5 minutes. To create a Sponsored Products campaign, pick the products you want to advertise, choose between automatic and manual targeting and decide how much you want to pay per click. For a Sponsored Brands ad, choose at least three products you want to advertise, add your logo and a custom headline, and decide which keywords to target and how much you want to spend. For Stores, drag-and-drop tiles and dynamic widgets to create your customised destination for free. For Sponsored Display, select your audience, set your bid and daily budget, choose your products to advertise, and create your campaign.
Step 3
Reach more buyers with sponsored ads
Sponsored Products is published immediately, while Sponsored Brands, Sponsored Display, and Stores must undergo a moderation review. Based on relevance and bid, ads are shown to customers in high-visibility placements within shopping results and on product details pages. With Sponsored Display, you also have the option to show your ads on third party apps and websites, reaching buyers who have viewed the detail pages of products sold by your brand and encouraging them to come back to those pages.
When buyers click on your Sponsored Products or Sponsored Display ads, they're taken to your product’s details page. Your Sponsored Brands ad will take buyers to your Store or a custom landing page that displays your products.
When buyers click on your Sponsored Products or Sponsored Display ads, they're taken to your product’s details page. Your Sponsored Brands ad will take buyers to your Store or a custom landing page that displays your products.
Step 4
Control your costs
Most sponsored ads are cost-per-click solutions, meaning Amazon charges for the number of clicks you receive on your ads. You choose how much you want to spend for a click and set a budget for the maximum amount you are willing to spend on your ads in a day.
Step 5
Evaluate success
You will be able to track your impressions, clicks, click-through-rate, new-to-brand customers, traffic to your Store, advertising spend, and much more. These insights will help you monitor performance and optimise your campaigns.
Requirements to check before you start advertising
Account
You must have an active Professional seller account and, to use Sponsored Display, Sponsored Brands, and Stores, be enrolled in the Amazon Brand Registry.
Featured Offer
Products that you advertise with Sponsored Products must be eligible for the featured offer.1 Sponsored Brands and Sponsored Display will be shown to buyers, regardless of who presents the featured offer.
Products
At this time, we don’t support adult products, used or refurbished products, and products in closed categories. For a full list of permitted and prohibited categories, review the creative acceptance policies for Sponsored Products, Sponsored Brands and Sponsored Display.
1 If you create an ad for a product listing that is not eligible for featured offer placement, your ad will not be displayed to Amazon buyers. Ads that are not eligible are flagged in the campaign manager under the ‘Advertising’ tab in Seller Central.
Advertise globally
Selling in multiple countries? Don’t limit yourself to advertising only in your domestic marketplace. Build your international business and get your brand in front of Amazon customers around the world by advertising in all your eligible countries.
1.
Find a country you’re eligible to advertise in below.
2.
Click the flag for that country to sign in to Seller Central.*
3.
Click on the ‘Ads’ tab, go to Campaign Manager and select ‘Create a campaign’.
*Registration required.
How much does it cost?
Sponsored Products and Sponsored Brands are cost-per-click ads, meaning you pay only when someone clicks on your ad. You choose how much you want to spend for a click and you also choose your budget. You can update your daily budget at any time.
By default, advertising costs are deducted directly from your Amazon seller account balance. You're only charged when your ad receives clicks.
There is no fee for creating your Store.
By default, advertising costs are deducted directly from your Amazon seller account balance. You're only charged when your ad receives clicks.
There is no fee for creating your Store.
Helpful resources
Advertiser success guides
Get step-by-step instructions on getting started with sponsored ads.
Webinars
Join our live advertising webinars to help optimise your campaigns and learn advertising best practice and strategies. Marketing specialists will answer questions during live Q&A sessions.
Videos
Start advertising with these quick instructional videos from Seller University.
FAQ
Get answers to frequently asked questions about Amazon Advertising.
What are Sponsored Products?
Sponsored Products are keyword- or product-targeted ads that promote your individual listings and appear in shopping results and on product details pages on Amazon. To help you launch your first campaign in minutes, you can use automatic targeting. You control how much you spend by setting your budget and choosing how much to bid per click.
Why should I use Sponsored Products?
Sponsored Products can help you increase visibility and sales of your products by displaying ads when buyers are looking for products like yours. There are no monthly fees; you pay only when buyers click on your ad, which takes them to the product details page where your offer is listed. Consider using Sponsored Products for product visibility, new offers, unique selections, offers with low visibility, clearance items, and seasonal promotions.
What are Sponsored Brands?
Sponsored Brands is a keyword-targeted ad that appears in prominent locations in search results and features a customised title, brand logo, and a collection of products within the ad. When buyers click the ad, they are taken to a product listing page, custom landing page, or Store. Sponsored Brands is available to sellers enrolled in the Amazon Brand Registry.
Why should I use Sponsored Brands?
Sponsored Brands contributes to the visibility and sales of your brand and product portfolio by appearing in prominent places in search results.
What is Sponsored Display?
Sponsored Display is a self-service advertising display solution that helps you grow your business and brand by engaging buyers throughout the buying journey, no matter where they spend the most time. Simply select your audience, set your bid and daily budget, choose your products to advertise, and create your campaign. Ads are automatically generated with the same familiar features as sponsored ads, including a product image, pricing, badge, star rating, and Shop Now button that links back to your product details page, making it easy for customers to browse or buy.1
1 A “Shop Now” button can be included in the ad, depending on location.
What is the difference between Sponsored Products and Sponsored Brands?
Sponsored Products display individual product listings to Amazon buyers when searching or browsing for relevant keywords or products. Buyers who click on the ads are taken to that product’s details page. This can help improve visibility and drive sales.
Sponsored Brands also display to Amazon buyers when searching for relevant keywords. These ads enable advertisers to upload a customised creation. This can include the brand’s logo, a unique headline, and up to three product ASINs. Buyers who click on the ads are taken to a custom landing page or Store, which can help improve brand visibility and drive sales.
Sponsored Brands also display to Amazon buyers when searching for relevant keywords. These ads enable advertisers to upload a customised creation. This can include the brand’s logo, a unique headline, and up to three product ASINs. Buyers who click on the ads are taken to a custom landing page or Store, which can help improve brand visibility and drive sales.
Who can use Sponsored Brands, Sponsored Display, and Stores?
Sponsored Brands, Sponsored Display, and Stores are available to professional sellers enrolled in the Amazon Brand Registry, suppliers and agencies with customers who sell products on Amazon in France.
To enrol your brand, you must have a registered and active trademark submitted and approved by Amazon. Learn more about enrolling your brand in the Amazon Brand Registry.
To enrol your brand, you must have a registered and active trademark submitted and approved by Amazon. Learn more about enrolling your brand in the Amazon Brand Registry.
What are Stores?
A free, customised multi-page experience that showcases your brand and product catalogue.
How can I measure the performance of my Stores?
The Stores insights dashboard includes metrics such as daily visitors, page views, and sales generated from your Store. If you promote your Store in external marketing activities, you can also add a tag to the URL to analyse the sources of traffic to your Stores.
Where will my ads be displayed?
Sponsored Products can be displayed above, next to, or in search results and on product details pages. Ads can be displayed on both desktop and mobile.
Sponsored Brands can be displayed above, next to, or in search results. Ads can be displayed on both desktop and mobile.
Sponsored Display ads can be displayed on and outside of Amazon on desktop, mobile sites, and apps based on the audiences or product targeting strategy you choose.
Stores appear on the Amazon website on mobile, app and desktop.
Sponsored Brands can be displayed above, next to, or in search results. Ads can be displayed on both desktop and mobile.
Sponsored Display ads can be displayed on and outside of Amazon on desktop, mobile sites, and apps based on the audiences or product targeting strategy you choose.
Stores appear on the Amazon website on mobile, app and desktop.
What products are not eligible for sponsored ads?
At this time, we don’t support adult products, used or refurbished products, and products in closed categories. For a full list of permitted and prohibited categories, review the ad acceptance policies for Sponsored Products, Sponsored Brands and Sponsored Display.
What are the requirements to advertise?
An active Professional seller account.
- For Sponsored Brands, Sponsored Display and Stores, Amazon Brand Registry enrolment.
- For Sponsored Products, eligibility for the featured offer.
If you create a Sponsored Products ad for a product listing that is not eligible for featured offer placement, your ad will not be displayed to Amazon buyers. Ads that are not eligible are flagged in the campaign manager under the ‘Ads’ tab in Seller Central. Sponsored Brands will be shown to buyers regardless of who is presenting the featured offer.
What is the featured offer?
The featured offer is on a product details page where customers begin the purchase process by adding items to their basket. A key feature of the Amazon website is that multiple sellers can offer the same product, so you may compete with other merchants for the featured offer. Sellers must meet performance-based requirements for featured offer eligibility.
What are keywords and how do they work?
A keyword is a single word or combination of words that you add to your Sponsored Products and Sponsored Brands campaigns. Keywords are matched to shopping queries that customers use to look for products on Amazon and determine where your ads might appear. Note that keywords are only used for Sponsored Products and Sponsored Brands.
What is CPC advertising?
Cost-per-click (CPC) advertising is a type of paid advertising where ads are displayed at no charge—ad impressions, or views, are free—and the advertiser is charged only when customers click on the ad. Sponsored ads, such as Sponsored Products and Sponsored Brands, operate on the CPC model.
How do I pay for my ads?
When you advertise, Amazon charges for the number of clicks you receive on your ads. Your seller invoice will indicate which charges are for advertising costs. You'll find these charges in the Referral Fees section of your invoice. By default, your advertising fees are deducted from your seller account balance. The total advertising fee is deducted from your seller account during an invoice period. In the event that your seller account does not have enough funds to cover the cost of advertising, the remaining balance will be charged to the credit card you used to register for Selling on Amazon. If we can’t charge your credit card after multiple attempts, your advertising account will be placed into payment failure.
You do have the option to switch your payment method to deduct from a credit card. Each time your credit card is charged, you receive an invoice. The invoice date is your monthly invoice date, or the date when your credit level changes.
Your credit card is charged when you accumulate your first €1 worth of clicks. (This transaction is used for validation of your credit card).
You accumulate additional clicks that meet or exceed your credit limit. Your credit limit increases according to a "credit ladder." Each time you reach your current credit limit and you make a successful payment, your credit limit increases one level in the credit ladder: €50, €150, €200, €350 and finally €500.
You have a balance due for the previous month, regardless of your credit limit. You incur this charge on the 3rd day of each month.
Note: your credit card is charged each time you reach your current credit limit. Whenever you move up the credit ladder and your credit limit changes, your credit card will be charged more than once in that month. If you do not exceed your credit limit, you are charged only once in that month.
You do have the option to switch your payment method to deduct from a credit card. Each time your credit card is charged, you receive an invoice. The invoice date is your monthly invoice date, or the date when your credit level changes.
Your credit card is charged when you accumulate your first €1 worth of clicks. (This transaction is used for validation of your credit card).
You accumulate additional clicks that meet or exceed your credit limit. Your credit limit increases according to a "credit ladder." Each time you reach your current credit limit and you make a successful payment, your credit limit increases one level in the credit ladder: €50, €150, €200, €350 and finally €500.
You have a balance due for the previous month, regardless of your credit limit. You incur this charge on the 3rd day of each month.
Note: your credit card is charged each time you reach your current credit limit. Whenever you move up the credit ladder and your credit limit changes, your credit card will be charged more than once in that month. If you do not exceed your credit limit, you are charged only once in that month.
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